AlecBradley

Stick To The Essentials

Involvement

- Brand Identity refinement

- Strategy

- Copywriting

- Collateral

- Video

- Photography

- Website

- Social media

- Advertising

- Tradeshow booth

- Subbrand design

- Private Labeling

Overview

Alec Bradley is a boutique cigar company based out of Florida. Though we mention they are boutique, their public image couldn't be more contrary. This was one of the first things we tackled in refining and defining the Alec Bradley brand. The company actually didn't approach us, but after blowing them away with a video we made for them (in which we captured the brand essence in a large one-shot production) as a gift, we found many ways to help position them in the proper light.

Though many companies would strive to appear larger than life, Alec Bradley believe in the power of truthfulness and humility, and we wanted to position the brand as a boutique, premium cigar manufacturer. We decided that the best strategy would be to focus more on the people who make up the company. Not just head office or the sales team; every single person.

Video

Watch The Video That Won Their Trust

To capture this authentically, we headed to a few spots in Central America to visit the people who physically create every single cigar, from the seed, to the roller, to the box, and to the smoker. This trip afforded us a great collection of photographic assets and beautiful footage to develop what has been referred to as the Essential Campaign. Pictured above are only a handful of the people involved in the process. Our photo and video team truly did a tremendous job capturing the essence of these people.

Web

Recreating The Online Experience

The company had quite a robust website but it was obvious that there was a lack of planning behind the user experience, broken links, navigational options that were not available on every page, way too many social media icons, and the list went on. What we do with all our clients is being by auditing their existing website to discover how we can make it better. Through the process of discovery, planning, and wireframing, we were able to refine the process to create an optimal user experience, even for those who aren't so "tech-savvy" (namely, their general demographic).

We carried through the concept of the Essential Campaign throughout the website and social media (even creating an Essential photo booth for tradeshow events with a dedicated instagram channel for participants). This helped build the campaign into an experience people could interact with both physically and digitally.

Advertising

Social Media

We were trusted with Alec Bradley’s social media. Over the course of a year and a half, we brought their Instagram followers from 1,240 to 20,300. We had full-reign to come up with the content (both copy and imagery) that became desirable and iconic enough to be reproduced in style by fans. We also turned many of our most popular images into canvases which Alec Bradley sells online to this day. We were also heavily involved in communicating to their clientele and cross-promoted heavily through multiple channels. Not only did we utilize these platforms to successfully gain brand recognition and market leverage, but we also created other Instagram accounts to cross-promote and further reach the brand into different industries with the same or similar psychographics.

Winter 2014/2015

Instagram

1,240

Twitter

11,450

Facebook

18,501

Winter 2015/2016

Instagram

18,000

Twitter

19,900

Followers

10-15 mentions per day20 retweets per day

Facebook

25,000

Likes

30-40 mentions per day10 reposts per day15 avg. comments per post

Packaging

We had many opportunities to build several sub-brands and private labels for Alec Bradley, building upon their revenue model and value-add, as well as developing their overall brand recognition and equity.